Exploring Gratification Factors in Visual Food Communication

2018 ◽  
pp. 53-70
Author(s):  
Sargam Thind ◽  
Sabyasachi Dasgupta
Keyword(s):  
Decision Making ◽  
Special Reference ◽  
Food Industry ◽  
Food Item ◽  
Consumer Decision Making ◽  
Consumer Decision ◽  
Specific Strategy ◽  
South Indian ◽  
Indian Food ◽  
The Impact

This chapter throws light on the impact of gratification factors in visual food communication on consumer decision making. This research has been done with special reference to ‘South Indian Cuisine'. It will be evident that if an eatery promotes and presents these regional foods with a specific strategy, it will attract more consumers than it had expected. People basically relate well to the pictures of food, specifically because in countries like India, emotion is one majorly used appeal by brands to lure their customers. Hence, even in food industry, a person before ordering a particular dish relates to its pictures in the menu or anywhere else because there are certain gratification factors in visual communication of food that connects the consumer with the reason as to why they want to eat a particular dish. The aim of this research is to understand that which particular gratification factor will highly influence which particular south-Indian food item.

scholarly journals An Extended Model of Behavioural Process in Consumer Decision Making

2016 ◽  
Vol 8 (4) ◽  
pp. 87 ◽  
Author(s):  
Nagasimha Balakrishna Kanagal
Keyword(s):  
Decision Making ◽  
Consumer Products ◽  
Extended Model ◽  
Response Model ◽  
Consumer Decision Making ◽  
Consumer Decision ◽  
Stimulus Response ◽  
Economic Decision Making ◽  
Buying Behaviour ◽  
The Impact

<p>The stimulus response model of consumer behaviour is useful to understand the buying behaviour of individual consumers in the context of individuals buying consumer products. An extended stimulus-response model of behavioural processes in consumer decision making is proposed that serves to integrate the influences and interlinkages of buyer psychology, various buyer characteristics, and the impact of the buyer decision process on consumer decision making. The model proposes that the behavioural process of consumer decision making be as a result of the interaction of three aspects of individual buyer behaviour: communication sensitivity; enculturated individuality; and rational / economic decision making. The paper addresses the flip side of the consumer decision making process in terms of the five stages of decision making from need recognition to post-purchase satisfaction. An aggregate level framework of behavioural process in consumer decision making has been provided, that could lead to a richer analysis of micro level factors and relationships influencing consumer decision behaviour.</p>

Impact of Digital Communication on Consumer Behaviour Processes in Luxury Branding Segment

2018 ◽  
pp. 132-157
Author(s):  
Harsha Gupta
Keyword(s):  
Decision Making ◽  
Consumer Behavior ◽  
Consumer Behaviour ◽  
Digital Communication ◽  
Consumer Decision Making ◽  
Online Questionnaire ◽  
Consumer Decision ◽  
Luxury Branding ◽  
Buying Behaviour ◽  
The Impact

With a boom in digital marketing and the luxury sector in India, research in both the segments have become crucial for mining insights that guide consumer buying behaviour. However, both these constructs are comparatively new and have not been researched much. Hence, research in this field will help marketers across the corporate and academic sectors to understand deeper insights about consumer decision making process. This research will help in understanding how different vehicles of digital communication impact consumer behavior processes in the luxury brand apparel segment. The data for this research has been collected using an online questionnaire from respondents across India. Hence, this chapter will enable the readers in identifying which digital vehicles are most suitable for the different stages of the consumer behaviour process when marketing to luxury consumers; identifying the ranking of digital vehicles during consumer buying behaviour process; and analyzing the impact of various digital communications at different stages of the consumer behaviour process.

scholarly journals The impact of product presentation on decision-making and purchasing

2019 ◽  
Vol 22 (3) ◽  
pp. 365-380 ◽  
Author(s):  
Rosy Boardman ◽  
Helen McCormick
Keyword(s):  
Decision Making ◽  
Eye Tracking ◽  
Visual Information ◽  
Age Groups ◽  
Target Market ◽  
Consumer Decision Making ◽  
Consumer Decision ◽  
Content Type ◽  
Product Presentation ◽  
The Impact

Purpose This paper aims to investigate how apparel product presentation influences consumer decision-making and whether there are any differences between age groups. Design/methodology/approach A mixed methodology was used including eye-tracking and qualitative in-depth interviews, with a purposive sample of 50 participants between age 20 and 70. Findings A higher number of product presentation features resulted in increased positive visual, cognitive and affective responses as consumers wanted as much visual information as possible to aid decision-making. Images of models attracted the most attention and were the most influential product presentation feature, followed by mannequin images and the zoom function. The 20 s spent much less time viewing and interacting with the product presentation features than middle age groups (30 s-50 s), had minimal fixations on mannequin images and had a much quicker decision-making process than other age groups. Practical implications The research informs retailers which product presentation features are the most effective for their target market to aid consumer decision-making with the aim of reducing returns. Originality/value The paper contributes to the literature by providing more in-depth insights than previous studies into the impact of online product presentation on consumer decision-making by using qualitative research and eye-tracking. The research also explores more product presentation features than previous research and investigates the presentation of apparel products, which are notoriously the most difficult products for consumers to assess online. The research is unique in its exploration of age differences in relation to product presentation features.

Exclusive books: applying a behavioural economics perspective

2020 ◽  
Vol 10 (3) ◽  
pp. 1-30
Author(s):  
Thiroshnee Naidoo ◽  
Charlene Lew
Keyword(s):  
Decision Making ◽  
Learning Outcomes ◽  
Consumer Choice ◽  
Behavioural Economics ◽  
Choice Overload ◽  
Consumer Decision Making ◽  
Consumer Decision ◽  
Content Type ◽  
The Impact

Learning outcomes The learning outcomes are as follows: understanding of the principles of choice overload and the impact of consumer choice overload on company sustainability and growth prospects; understanding of how several heuristics inform consumer decision-making; applying nudge theory to interpret and clarify the impact and consequences of nudges on consumer decision-making; and considering the challenge of a newly appointed CEO to influence consumer choice. Case overview/synopsis The case study and teaching note offers insights into the use of behavioural economics principles in consumer choice. The case study methodology was used to design, analyse and interpret the real-life application of behavioural economics in the retail sector. The case demonstrates how choice overload, dual process theory, decision heuristics and nudge theory play a role in consumer decision-making. The case offers insights into the application of behavioural economics to support the sustainability of a company in an emerging market context. Managers can use the findings to consider how to use behavioural economics principles to drive consumer choice. The application of behavioural economics to an industry facing challenges of sustainability offers new insights into how to design spaces and cues for consumer choice. Complexity academic level The case study is suitable for course in business administration, specifically at postgraduate level. Supplementary materials Teaching notes are available for educators only. Subject code CSS 8: Marketing

A materialistic perspective of consumer decision-making styles

2019 ◽  
Vol 12 (2) ◽  
pp. 231-248
Author(s):  
Sartaj Chaudhary ◽  
Ajoy Kumar Dey
Keyword(s):  
Decision Making ◽  
School Children ◽  
Negative Impact ◽  
Second Order ◽  
Theory And Practice ◽  
Consumer Decision Making ◽  
Consumer Decision ◽  
Content Type ◽  
Decision Making Styles ◽  
The Impact

Purpose Materialism has become a topic of increasing interest to researchers and policymakers because it can influence consumer behavior. However, a clear picture of how this phenomenon impacts consumers has proven to be elusive. Using an integrated framework, this paper aims to derive hypotheses from theoretical concepts of materialism and consumer decision-making styles and uses a survey of 1,216 respondents in India to test the hypotheses. Design/methodology/approach The present study is the first of its kind to test the impact of materialist values on consumer decision-making styles among a sample of 13-18 years old school children. The constructs are validated through a first- and second-order confirmatory factor analysis and an integrated second-order structural model is developed. Findings This study finds that materialism is a positive predictor of “recreation/ hedonistic”,; “confused by over-choice”; “brand consciousness”; “perfectionistic high-quality consciousness”; and “habitual brand loyal” style of consumers. Further, materialism has a negative impact on “price value consciousness” of consumers. These findings have important implications for theory and practice. Research limitations/implications This study is restricted to school children in the National Capital Region and hence cannot be generalized to the whole young population in India. Originality/value Conceptualizing both materialism and consumer decision-making styles as second-order constructs, this is a maiden study that examines the impact of materialistic values on the consumer decision-making styles of young consumers.

E-WOM as a New Paradigm in the Consumer Decision-Making Process

2019 ◽  
pp. 64-81
Author(s):  
Esra Güven ◽  
Volkan Yakin
Keyword(s):  
Decision Making ◽  
Purchase Behavior ◽  
Decision Making Process ◽  
Consumer Decision Making ◽  
New Paradigm ◽  
Consumer Decision ◽  
Five Phases ◽  
Relationship Of ◽  
Post Purchase ◽  
The Impact

Consumer-to-consumer communications in online environments are of a vital importance to the consumer decision-making process. This process consists of five phases, each affected by eWOM communications deeply from the stimulation to the post-purchase behavior. Among all other factors having an impact on this process, the impact of eWOM has a distinguished role. As the technology grows and the consumers use internet and the reviews via internet, they become more and more attached to these reviews to make a purchase decision. In this chapter, the authors make a comprehensive explanation about the consumer decision-making process and explain the relationship of the decision-making phases with eWOM communications.

Influence of aggregated ratings on purchase decisions: an event-related potential study

2018 ◽  
Vol 52 (1/2) ◽  
pp. 147-158 ◽  
Author(s):  
Yongchao Shen ◽  
Wei Shan ◽  
Jing Luan
Keyword(s):  
Decision Making ◽  
Online Shopping ◽  
Event Related Potential ◽  
Behavioral Data ◽  
Consumer Decision Making ◽  
Neural Basis ◽  
Consumer Decision ◽  
Content Type ◽  
Decision Making Processes ◽  
The Impact

Purpose In an online shopping environment, individual reviews and aggregated ratings are important anchors for consumers’ purchasing decisions. However, few studies have considered the influence of aggregated ratings on consumer decision-making, especially at the neural level. This study aims to bridge this gap by investigating the consumer decision-making mechanism based on aggregated ratings to uncover the underlying neural basis and psychological processing. Design/methodology/approach An event-related potential experiment was designed to acquire consumers’ electrophysiological records and behavioral data during their decision-making processes based on aggregated ratings. The authors speculate that during this process, review valence categorization (RVC) processing occurs, which is indicated by late positive potential (LPP) components. Findings Results show that LPP components were elicited successfully, and perceptual review valence can modulate its amplitudes (one-star [negative] and five-star [positive] ratings evoke larger LPP amplitudes than three-star [neutral] ratings). The electroencephalogram data indicate that consumer decision-making processes based on aggregated ratings include an RVC process, and behavioral data show that easier review valence perception makes the purchase decision-making easier. Originality/value This study enriches the extant literature on the impact of aggregated ratings on consumer decision-making. It helps understand how aggregated ratings affect consumers’ online shopping decisions, having significant management implications. Moreover, it shows that LPP components can be potentially used by researchers and companies to evaluate and analyze consumer emotion and categorization processing, serving as an important objective physiological indicator of consumer behavior.

scholarly journals A Study of Chinese Consumers towards Lifestyles of Health and Sustainability

2021 ◽  
Author(s):  
Fung Yi Tam ◽  
Jane W. Y. Lung2 ◽  
Juliana da Silva ◽  
Mei Ha Lam ◽  
Pek I Ng ◽  
...  
Keyword(s):  
Decision Making ◽  
Marketing Strategies ◽  
Consumer Decision Making ◽  
Chinese Consumers ◽  
Environmental Consciousness ◽  
Consumer Decision ◽  
Price Consciousness ◽  
Decision Making Styles ◽  
Health And Fitness ◽  
The Impact

This research explores how Chinese consumers adopted a lifestyle of health and sustainability (LOHAS). To investigate this, a questionnaire survey was conducted examining the impact of LOHAS on consumer decision making styles in Macau SAR, China. After completion, a total of 619 usable questionnaires were collected. The results showed that the two most significant criteria for LOHAS among the Chinese consumers were environmental consciousness and a desire for health and fitness. In turn, the most preferable consumer decision making styles were price consciousness and perfectionism. Moreover, consumer who is environmental consciousness tends to be more quality and price conscious. Consumer who cares about health and fitness tends to look for quality and novelty products. The results also show that Chinese consumers who are the females, older in age or have a higher income tend to be more LOHAS. Therefore, if companies want to expand their business in the LOHAS market in China, they should target these segments when they are developing their marketing strategies.

scholarly journals Effects of Air Pollution on Consumer Decision-Making Behavior: A Review

2021 ◽  
Vol 12 (3) ◽  
pp. 44
Author(s):  
Yifan Zheng
Keyword(s):  
Decision Making ◽  
Air Pollution ◽  
Consumer Behavior ◽  
Air Quality ◽  
Consumer Decision Making ◽  
Consumer Decision ◽  
Wide Range ◽  
Consumption Decision ◽  
Decision Making Behavior ◽  
The Impact

Purpose/Significance: In recent years, consumer behavior studies have shown that weather and air quality have a significant impact on consumers' purchasing behavior. Therefore, it is necessary to understand the different ways and causes of consumers' responses to weather conditions. However, the existing relevant research results are scattered in different disciplines and lack of summary and sorting of the research topic. By systematically reviewing the impact of air pollution on consumer decision-making, we can fully understand the change of consumer behavior caused by air pollution factors at the macro level and help enterprise managers to develop targeted marketing management strategies to avoid or reduce the impact of air quality on consumer decision-making behavior. Design/Method: This paper systematically reviews the impact of air pollution on consumers' decision-making behavior based on key keywords retrieved from major academic literature databases and search engine websites. In detail, with the framework of the stimulus-organism-response (S-O-R) model in the field of environmental psychology and based on the process perspective, the paper divides the impacts of air pollution on consumer's decision-making behavior into the change of body and mind before consumer decision-making process, change of the decision behavior in the process of consumption decision-making and consumption experience and evaluation behavior after the process of consumption decision making. Conclusion/Findings: By establishing and analyzing the thematic structure of studies on the impact of air pollution, the results show that air pollution has a wide range of impacts on consumers, ranging from health risks to mood changes and from changes in daily habits to changes in consumption behaviors of individuals and groups.

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